Gwyneth Paltrow has launched her new organic skincare and make-up line. But, the Goop guru has created the line in her capacity as the creative director of Juice Beauty. Paltrow teamed up with Karen Behnke, CEO of the beauty brand to design a line of eco-friendly color cosmetics and skincare products, known as the Phyto-Pigments Color collection.

The Phyto-Pigments Color collection has 78 pieces in total, offering a range of colorful, plant-derived products, including smooth lipsticks, creamy concealers, eyeshadow sticks, liquid foundation and more. The price of the products range from $20 for eyeliner to $48 for makeup brushes.

“The company is kind of my dream in terms of alignment. I really believe in what Karen is doing for the sustainability of the planet… She’s really the leader in these practices,” Paltrow said. The actress and entrepreneur added that as a woman, mother, and as someone who preaches a non-toxic lifestyle, it was very important.

The 43-year-old actress said that now people have become aware of the adverse effects of chemicals on our health. She added that some 10 or 15 years back, people did not have any idea of organic food, but now it has become a movement. Paltrow told that now people understand how absorbent the skin is and how applying toxic chemicals on our skin is not good for us.

The green ambassador wanted to make a high-performing, beautiful makeup that was also nontoxic and so Phyto-Pigments Color collection came into being. Her organic and vegan beauty line is inspired by California and bright lip colors. She said the bright lip colors in the collection are thanks to her mom and her girlfriends.

To make a beauty line without any chemicals was really challenging for the actress. She said that it was an incredible experience to watch the process of making the products. The phyto-pigments like fruits and vegetables and seeds that are used to create the pigments and moreover, how they are able to create all these beautiful colors was enriching, said Paltrow.

Paltrow and Juice Beauty’s new line is available on and